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Lego inks a deal with Iris Worldwide Singapore

Lego has signed on Iris Worldwide Singapore on a project that is set to launch in mid this year.

The appointment was confirmed to Marketing by a Lego spokesperson. He added that this was to help rejuvenate and garner brand awareness for the brand in Singapore but declined to go into further detail on the project.

Lego has been actively pushing its marketing agenda in Singapore to build brand awareness with the local public. Earlier this year, Lego partnered up with A+E Networks to launch its first-ever interactive Vikings Village to break the Singapore Book of Record for the largest wall mural made of Lego bricks. The wall mural depicted a Viking longship crossing the seas and was on display at Westgate until 13 March 2015. Thereafter, it was taken apart and the LEGO bricks donated to charity.

As a consequence of the LEGO Group’s ambition to globalise its activities, an increased focus has been placed on attracting a more diverse, global workforce, said Jørgen Vig Knudstorp, president and CEO of the LEGO Group. During 2014, two main offices have been opened in Shanghai and London to supplement the main offices in Singapore and Enfield, US, and the headquarters in Billund, Denmark. All of these five locations are to have significant top management presence.

In an earlier interview with The Straits Times, Lego stated that Asia was one of its fasted growing markets with several Lego Certified stores in the Southeast Asia markets. For the opening of the Singapore Lego store late last year, the Lego designers were flown in to ensure a consistent store layout and retail execution in Singapore to keep line with the brand’s global guidelines.

Meanwhile, financial reports released by the Lego Group showed that in 2014, Lego increased its global sales by 15%. Among the top selling lines in 2014 were core themes like Lego City, Lego Star Wars and Lego Friends. A significant contributor to the strong sales growth in 2014 was The Lego Movie product line which launched in conjunction with the release of the feature film in early 2014. The product line hence performed strongly across the full year.